This is all great information and helps form the compelling case for making the monthly appointment with the customer the place they can go to for reliable information and the most targeted education, information and offers.

The push back from folks who have always put inserts into the envelope is that they are a source of revenue and that its painless so why should they stop?

I am always amazed at the question. The reason to stop is that you are annoying your customers!

And just to be clear, there is no such thing as free money. I have watched companies spend amazing amounts of money to expand their insert capability because customers wanted to choose from 8, 12 or 16 inserts, and yet they wouldn’t consider the infinite flexibility of dynamic onserts because it “isn’t how we do things”!

Add up the footprint, the programming, and the storage for those inserts and then take a look at the real costs of providing a much better communication to your customer. Surely we can relegate the hardware and insert approach to the last century where it belongs!